隨著行動應用服務的持續發展下，使用者能透過自身需求與喜愛來立即性地選擇與使用各種類型的服務。然而，過去對行動應用服務之研究大多著重於技術方面，且少研究去了解使用者對行動應用服務的使用行為。此外，就智慧型手機應用程式的服務而言，讓使用者增加對該服務黏著度並持續使用是此產業成功的關鍵。因此，本研究的目的是根據使用滿足理論來探討使用者對智慧型手機應用程式的使用黏著程度。
其中，本研究蒐集行動應用服務經驗者的使用意見，總共收集到401份的有效樣本，並採用量化的方式及結構方程模型（SEM）的分析方式，其分析結果大力地支持本研究模型。本研究結果表明科技因素（熟悉度）與外部因素（感知網絡規模、感知互補性與感知兼容性）均會影響社交滿足。再者，除了感知網絡規模外，所有的影響因素（包括：熟悉度、使用創新性、使用挫折感、感知互補性與感知兼容性）均影響使用上的滿足。最後，使用者的社交滿足與使用滿足對其黏著度都有顯著地影響力。本研究結果可提供給開發人員和管理人員，以幫助他們開發出更有效的行動應用程式以合乎使用者的需求。

With the continuous development of mobile application services, each user can choose what multiple services they want to use. However, most past studies focused on the technical views and few studies have explored the use behavior on mobile application services. In addition, the user stickiness is critical for the success of Smartphone applications to increase users’ continuance usage. The purpose of this study is to examine the antecedents of consumer stickiness toward Smartphone applications based on the uses and gratifications theory. We adopted empirical study to analyze the survey data using structural equation modeling (SEM). Data collected from 401 users of mobile application services provide strong support for the research model. The results show that a technological dimension (familiarity) and external dimensions (perceived network size, perceived compatibility, and perceived complementarity) influence sociability gratifications. Moreover, except for perceived network size, almost all factors (familiarity, use innovativeness, frustration with technology, perceived compatibility, and perceived complementarity) influence gratification opportunities. Furthermore, both sociability gratifications and gratification opportunities have significant effects on stickiness. Several important managerial implications are expected to be provided for managers and marketers to help make powerful mobile applications for effective mobile communications.

目錄
壹、	緒論	1
1.1	研究背景與動機	1
1.2	研究目的	3
1.3	研究流程	4
貳、	文獻探討	5
2.1	科技因素－熟悉度	5
2.2	個人因素－使用創新性與使用挫折感	6
2.3	外部因素－網路外部性	7
2.4	使用滿足理論	9
2.5	黏著度	10
2.6	控制變數	11
參、	研究方法	13
3.1	研究模式	13
3.2	研究假說	14
3.3	研究設計	19
3.4	研究構面操作型定義	25
肆、	資料分析與結果	26
4.1	資料分析	26
4.2	問卷受訪者資料	27
4.3	模式與假說驗證	29
伍、	研究結論與建議	34
5.1	研究結果與討論	34
5.2	理論貢獻	39
5.3	實務貢獻	40
5.4	研究限制與未來發展	41
參考文獻	43
附錄　研究問卷	54

表目錄
表3.1　各研究構面之參考文獻	21
表3.2　熟悉度構面衡量問項	22
表3.3　使用創新性構面衡量問項	22
表3.4　使用挫折感構面衡量問項	22
表3.5　網路外部性構面衡量問項	23
表3.6　使用滿足理論構面衡量問項	24
表3.7　黏著度構面衡量問項	24
表3.8　本研究構面操作型定義	25
表4.1　受訪者一般性統計資料 (N = 401)	28
表4.2　構面之描述性統計量	29
表4.3　PLS驗證性因素分析與各指標交叉負荷量值	30
表4.4　各構面間之相關係數與AVE的平方根值	31
表4.5 本研究假說與驗證結果	33

圖目錄
圖1.1　研究流程	4
圖3.1　行動應用服務使用黏著度模式	13
圖4.1　SEM研究效果模式	32

[1]	Ahn, T., Ryu, S., and Han, I. “The impact of the online and offline features on the user acceptance of Internet shopping malls,” Electronic Commerce Research and Applications (3:4), 2005, pp. 405-420.
[2]	Anderson, J. C., and Gerbing, D. W. “Structural equation modeling in practice: A review and recommended two-step approach,” Psychological Bulletin (103:3), 1998, pp. 411-423.
[3]	Bessiere, K., Newhagen, J. E., Robinson. J. P., and Shneiderman, B. “A model for computer frustration: the role of instrumental and dispositional factors on incident, session, and post-session frustration and mood,” Computers in Human Behavior (22:6), 2006, pp. 941-961.
[4]	Bolton, R. N. “A dynamic model of the duration of the customer’s relationship with a continuous service provider: The role of satisfaction,” Marketing Science (17:1), 1998, pp. 45-65.
[5]	Boneva, B., Kraut, R., and Frohlich, D. “Using e-mail for personal relationships the difference gender makes,” American behavioral scientist (45:3), 2001, pp. 530-549.
[6]	Ceaparu, I., Lazar, J., Bessiere, K., and Robinson, J. “Determining Causes and Severity of End–User Frustration,” International Journal of Human–Computer Interaction (17:3), 2004, pp. 333-356.
[7]	Chen, G. M. “Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others,” Computers in Human Behavior (27:2), 2011, pp. 755-762.
[8]	Chin, W. W. “Issues and opinions on structural equation modeling,” MIS Quarterly (22), 1998, pp. 7-16.
[9]	Chiu, C. M., Cheng, H. L., and Huang, H. Y. “Exploring individuals’ subjective well–being and loyalty towards social network sites from the perspective of network externalities: The Facebook case,” International Journal of Information Management (33:3), 2013, pp. 539-552.
[10]	Chiu, C. M., Hsu, M. H., Lai, H., and Chang, C. M. “Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents,” Decision Support Systems (53:4), 2012, pp. 835-845.
[11]	Compeau, D. R., and Higgins, C. A. “Computer self–efficacy: development of a measure and initial test,” MIS quarterly (19:2), 1995, pp. 189-211.
[12]	Correa, T., Hinsley, A. W., and Zuniga H. G. “Who interacts on the Web?: The intersection of users' personality and social media use,” Computers in Human Behavior (26:2), 2010, pp. 247-253.
[13]	Cuervo, E., Balasubramanian, A., Cho, D. K., Wolman, A., Saroiu, S., Chandra, R., and Bahl, P. “MAUI: Making smartphones last longer with code offload,” ACM MOBISYS, 2010, pp. 49-62.
[14]	Dimmick, J. Media Competition and Coexistence: The Theory of the Niche, Mahwah, and London: Lawrence Erlbaum Associates Publishers, 2003.
[15]	Dimmick, J., Feaster, J. C., and Ramirez, A. “The niches of interpersonal media: Relationships in time and space,” New Media & Society (13:8), 2011, pp. 1265-1282.
[16]	Dimmick, J., Sikand, J., and Patterson, S. J. “The Gratifications of the Household Telephone Sociability, Instrumentality, and Reassurance,” Communication Research (21:5), 1994, pp. 643-663.
[17]	Egham. Gartner Says Smartphone Sales Grew 46.5 Percent in Second Quarter of 2013 and Exceeded Feature Phone Sales for First Time. http://www.gartner.com/newsroom/id/2573415?fnl=search , accessed 2013/10/26.
[18]	Egham. Gartner Says Worldwide Tablet Sales Grew 68 Percent in 2013, With Android Capturing 62 Percent of the Market. http://www.gartner.com/newsroom/id/2674215, accessed 2013/10/26.
[19]	Ficek, M., Pop, T., Vlaˇcil, P., Dufkova, K., Kencl, L., and Tomek, M. “Performance study of active tracking in a cellular network using a modular signaling platform,” ACM MOBISYS, 2010, pp. 239-254.
[20]	Flavian, C., Guinaliu, M., and Gurrea, R. “The influence of familiarity and usability on loyalty to online journalistic services: the role of user experience,” Journal of Retailing and Consumer Services (13:5), 2006, pp. 363-375.
[21]	Fornell, C., and Larcker, D. F. “Evaluating structural equation models with unob-servable and measurement error,” Journal of Marketing Research (18), 1981, pp. 39-50.
[22]	Foxall, G. R. “Cognitive styles of consumer initiators,” Technovation (15:5), 1995, pp. 269-288.
[23]	Gefen, D. “E-commerce: the role of familiarity and trust,” Omega (28:6), 2000, pp. 725-737.
[24]	Gefen, D., and Straub, D. W. “Consumer trust in B2C e-commerce and the importance of social presence: experiments in e-productsand e-services,” Omega (32:6), 2004, pp. 407-424.
[25]	Geneva. Measuring the Information Society 2013. http://www.itu.int/net/pressoffice/press_releases/2013/41.aspx#.UrhifI2VOSo , accessed 2013/11/22.
[26]	Girardi, A., Soutar, G.N., and Ward, S. “The validation of a use innovativeness scale,” European Journal of Innovation Management (8:4), 2005, pp. 471-481.
[27]	Goodhue, D. L. “Development and Measurement Validity of a Task-Technology Fit Instrument for User Evaluations ofInformation System,” Decision Sciences (29:1), 1998, pp. 105-138.
[28]	Grellhesl, M., and Punyanunt, N. M. “Using the uses and gratifications theory to understand gratifications sought through text messaging practices of male and female undergraduate students,” Computers in Human Behavior (28:6), 2012, pp. 2175-2181.
[29]	Ha, H. Y., and Perks, H.  “Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust,” Journal of Consumer Behaviour (4:6), 2005, pp.438-452.
[30]	Hargittai, E. “Whose space? Differences among users and non-users of social network sites,” Journal of Computer-Mediated Communication (13:1), 2007, pp. 276-297.
[31]	Hirschman, E. C. “Innovativeness, novelty seeking, and consumer creativity,” Journal of Consumer Research (7:3), 1980, pp. 283-295.
[32]	Hong, S. J., Thong, J. Y. L., and Tam, K. Y. “Understanding continued information technology usage behavior: A comparison of three models in the context of mobile internet,” Decision Support Systems (42:3), 2006, pp. 1819-1834.
[33]	Huh, Y. E., and Kim, S. H. “Do early adopters upgrade early? Role of post-adoption behavior in the purchase of next-generation products,” Journal of Business Research (61:1), 2008, pp. 40-46.
[34]	Kaplan, A. M., and Haenlein, M. “Users of the world, unite! The challenges and opportunities of Social Media,” Business Horizons (53:1), 2010, pp. 59-68.
[35]	Katz, M. L., and Shapiro. C. “Network externalities, competition, and compatibility,” The American economic review (75:3), 1985, pp. 424-440.
[36]	Kiesler, S., Kraut, R., Lundmark, V., and Scherlis, W. “Usability, help desk calls, and residential Internet usage,” ACM SIGCHI, 1997, pp. 536-537.
[37]	Kim, C. K., Jun, M., Han, J., Kim, M., and Kim, J. Y. “Antecedents and outcomes of attachment towards smartphone applications,” International Journal of Mobile Communications (11:4), 2013, pp. 393-411.
[38]	Klein, J., Moon, Y., and Picard, R. W. “This computer responds to user frustration:: Theory, design, and results,” Interacting with computers (14:2), 2002, pp.119-140.
[39]	Kline, R. B. Principles and practice of structural equation modeling, USA: Guilford Press, New York, 1998.
[40]	Koh, J., and Kim, Y. G. “Knowledge sharing in virtual communities: an e–business perspective,” Expert Systems with Applications (26:2), 2004, pp. 155-166.
[41]	Komiak, S. Y. X., and Benbasat, I. “The Effects of Personalization and Familiarity on Trust and Adoption of Recommendation Agents,” MIS Quarterly (30:4), 2006, pp. 941-960.
[42]	Ku, Y. C., Chu, T. H., and Tseng, C. H. “Gratifications for using CMC technologies: A comparison among SNS, IM, and e-mail,” Computers in human behavior (29:1), 2013, pp. 226-234.
[43]	LaTour, S. A., and Peat, N. C. “The role of situationally–produced expectations, others' experiences, and prior experience indetermining consumer satisfaction,” Advances in Consumer Research (7), 1980, pp. 588-592.
[44]	Lazar, J., Jones, A., and Shneiderman, B. “Workplace user frustration with computers: an exploratory investigation of the causes and severity,” Behaviour & Information Technology (25:3), 2006a, pp. 139-251.
[45]	Lazar, J., Jones, A., Hackley, M., and Shneiderman, B. “Severity and impact of computer user frustration: A comparison of student and workplace users,” Interacting with Computers (18:2), 2006b, pp. 187-207.
[46]	Leung, L. “Unwillingness–to–communicate and college students' motives in SMS mobile messaging,” Telematics and Informatics (24:2), 2007, pp. 115-129.
[47]	Li, D., Browne, G. J., and Wetherbe, J. C. “Why do internet users stick with a specific web site? A relationship perspective,” International Journal of Electronic (10:4), 2006, pp. 105-141.
[48]	Lichtenstein, A., and Rosenfeld, L. “Normative expectations and individual decisions concerning media gratification choices,” Communication Research (11:3), 1984, pp.393-413.
[49]	Lin, C. P., and Bhattacherjee, A. “Elucidating individual intention to use interactive information technologies: the role of network externalities,” International Journal of Electronic Commerce (13:1), 2008, pp. 85-108.
[50]	Lin, C. P., Tsai, Y. H., Wang, Y. J., and Chiu, C. K. “Modeling IT relationship quality and its determinants: A potential perspective of network externalities in e-service,” Technological Forecasting and Social Change (78:1), 2011, pp. 171-184.
[51]	Lin, J. C. C. “Online stickiness: its antecedents and effect on purchasing intention,” Behavior & Information Technology (26:6), 2007, pp. 507-516.
[52]	Lin, J. C. C., and Lu, H. “Towards an understanding of the behavioural intention to use a website,” International Journal of Information Management (20:3), 2000, pp. 197-208.
[53]	Lin, K. Y., and Lu, H. P. “Why people use social networking sites: An empirical study integrating network externalities and motivation theory,” Computers in human behavior (27:3), 2011, pp. 1152-1161.
[54]	Liu, Y., Rahmati, A., Huang, Y., Jang, H., Zhong, L., Zhang, Y., and Zhang, S. “xShare: supporting impromptu sharing of mobile phones,” ACM MOBISYS, 2009, pp. 15-28.
[55]	Lo, O. W. Y., and Leung, L. “Effects of gratification-opportunities and gratifications-obtained on preferences of instant messaging and e-mail among college students,” Telematics and Informatics (26:2), 2009, pp. 156-166.
[56]	Lu, H., Lin, J. C. C. “Predicting customer behavior in the market–space: a study of Rayport and Sviokla’s framework,” Information & Management (40:1), 2002, pp. 1-10.
[57]	Marks, R., and Allegrante, J. P. “A review and synthesis of research evidence for self–efficacy–enhancing interventions for reducing chronic disability: implications for health education practice (part II),” Health Promotion Practice (6:2), 2005, pp. 148-156.
[58]	Mick, D. G., and Fournier, S. “Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies,” Journal of Consumer Research (25:2), 1998, pp. 123-143.
[59]	Midgley, D. F., and Dowling, G. R. “Innovativeness: the concept and its measurement,” Journal of Consumer Research (4:4), 1978, pp. 229-242.
[60]	Moon, J. W., and Kim, Y. G. “Extending the TAM for a World–Wide–Web context,” Information & Management (38:4), 2001, pp.217-230.
[61]	Murrell, A. J., and Sprinkle, J. “The impact of negative attitudes toward computers on employees' satisfaction and commitment within a small company,” Computers in Human Behavior (9: 1), 1993, pp. 57-63.
[62]	Norman, D. A. “Affordance, conventions, and design,” ACM interactions (6:3), 1999, pp. 38-43.
[63]	Nunnally, J. C. Psychometric Theory, New York: McGraw-Hill, 1978.
[64]	Papacharissi, Z., Rubin, A. M. “Predictors of internet use,” Journal of Broadcasting and Electronic Media (44), 2000, pp. 175-196.
[65]	Park, N., Kee, K. F., and Valenzuela, S. “Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes,” CyberPsychology & Behavior (12:6), 2009, pp. 729-733. 
[66]	Pontiggia, A., and Virili, F. “Network effects in technology acceptance: Labo-ratory experimental evidence,” International Journal of Information Management (30:1), 2010, pp. 68-77.
[67]	Qian, F., Wang, Z., Gerber, A., Mao, Z. M., Sen, S., and Spatscheck, O. “Characterizing radio resource allocation for 3G networks,” ACM SIGCOMM IMC, 2010, pp. 137-150.
[68]	Quaddus, M., and Achjari, D. “A model for electronic commerce success,” Telecommunications Policy (29:2), 2005, pp. 127-152.
[69]	Ramirez, A., Dimmick, J., and Feaster, J. “Revisiting Interpersonal Media Competition The Gratification Niches of Instant Messaging, E-Mail, and the Telephone,” Communication Research (35:4), 2008, pp. 529-527.
[70]	Ramon, T. L., and William. S. Worldwide Smartphone 2013–2017 Forecast and Analysis. http://www.idc.com/getdoc.jsp?containerId=239847 , accessed 2013/09/14.
[71]	Ratneshwar, S., Shocker, A. D., and Stewart, D. W. “Toward understanding the attraction effect: The implications of product stimulus meaningfulnessand familiarity,” Journal of Consumer Research (13:4), 1987, pp. 520-533.
[72]	Reichheld, F. F., and Schefter, P. “E-Loyalty: Your secret weapon on the web,” Harvard Business Review, 2000, pp. 105-113.
[73]	Ridgway, N. M., and Price, L. L. “Development of a scale to measure use innovativeness,” Advances in consumer research (10), 1983, pp. 679-684.
[74]	Roehrich, G. “Consumer innovativeness: concepts and measurements,” Journal of Business Research (57:6), 2004, pp.671-677.
[75]	Rogers, E. M. Diffusion of innovations (4th eds), New York: The Free Press, 1995.
[76]	Rubin, A. M. “Uses and gratifications: An evolving perspective on media effects,” In the SAGE handbook of media processes and effects, R. L. Nabi and M. B. Oliver (eds.), Washington, D. C.: SAGE, 2009, pp. 147-159.
[77]	Shih, C. F., and Venkatesh, A. “Beyond adoption: Development and application of a use–diffusion model,” Journal of Marketing (68:1), 2004, pp. 59-72.
[78]	Shorkey, C. T., and Crocker, S. B. “Frustration theory: a source of unifying concepts for generalist practice,” Social Work (26:5), 1981, pp. 374-379.
[79]	Smith, A. Smartphone Ownership 2013. http://www.pewinternet.org/2013/06/05/smartphone-ownership-2013/ , accessed 2013/10/14.
[80]	Soikkeli, T., Karikoski, J., and Hammainen, H. “Diversity and end user context in smartphone usage sessions,” IEEE NGMAST, 2011, pp. 7-12.
[81]	Stafford, L., Kline, S. L., and Dimmick, J. “Home e‐mail: Relational maintenance and gratification opportunities,” Journal of Broadcasting & Electronic Media (43:4), 1999, pp. 530-549.
[82]	Suh, B., and Han, I. “The impact of customer trust and perception of security control on the acceptance of electronic commerce,” International Journal of Electronic Commerce (7:3), 2003, pp. 135-161.
[83]	Venkatesh, V., Morris, M. G., Davis, G. B., and Davis, F. D. “User acceptance of information technology: Toward a unified view,” MIS Quarterly (27:4), 2003, pp. 425-478.
[84]	Venkatraman, M. P., and Price, L. L. “Differentiating between cognitive and sensory innovativeness: concepts, measurement, and implications,” Journal of Business Research (20:4), 1990, pp. 293-315.
[85]	Vijayasarathy, L. R. “Predicting consumer intentions to use on–line shopping: the case for an augmented technology acceptance model,” Information & Management (41:6), 2004, pp.747-762.
[86]	Wei, R. “Motivations for using the mobile phone for mass communications and entertainment,” Telematics and Informatics (25:1), 2008, pp. 36-46.
[87]	Wen, W. “A knowledge–based intelligent electronic commerce system for selling agricultural products,” Computers and Electronics in Agriculture (57:1), 2007, pp. 33-46.
[88]	Xu, J., and Liu, Z. “Study of online stickiness: its antecedents and effect on repurchase intention,” IEEE IC4E, 2010, pp. 116-120.
[89]	Xu, Q., Erman. J., Gerber, A., Mao, Z., and Pang, J. “Identifying Diverse Usage Behaviors of Smartphone Apps,” ACM SIGCOMM IMC, 2011, pp. 329-344.
[90]	Zarmpou, T., Saprikis, V., Markos, A., and Vlachopoulou M. “Modeling users’ acceptance of mobile services,” Electronic Commerce Research (12:2), 2012, pp. 225-248.
[91]	Zhou, T., and Lu, Y. “Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience,” Computers in Human Behavior (27:2), 2011, pp. 883-889.
[92]	Zott, C., Amit, R., and Donlevy, J. “Strategies for value creation in e–commerce:: best practice in Europe,” European Management Journal (18:5), 2000, pp. 463-475.